Paid-for articles need not be less newsworthy than editorials. Perhaps a bold statement, but it should at least be the aspiration.
Branded content has skyrocketed in recent years, and with it, its quality has greatly improved. It still far from always going well, but that remains an ongoing battle between clients and writers. Too much mention of the brand name, too commercial, logo’s in the picture; it does not contribute to the credibility of the content and fortunately more and more clients are realizing this.
That there is a party that benefits from an article is not a bad thing at all. In fact, there are very few editorials where this níet plays out. Think of politicians, lobby groups, trade unions and all kinds of (social) institutions. When they provide information to journalists, there is almost always a piece of self-interest behind it. In fact, this is unpaid branded content. Which is fine, as long as the subject is judged newsworthy by independent journalists.
News and emotion
With paid content, it is important that the message the client wants to convey is delivered as subtly as possible, packaged in an interesting article. Essentialële pillars are newsworthiness and emotion, in all possible forms. The reader must feel drawn to an article. This can be because of current events, but also because of personal involvement. They must be real, factually based stories. T
